Born Magnificent, Reborn Through Time & Eternally Iconic: The Maison Puts The Spotlight On Its Timeless Collections

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Photography courtesy of Bulgari

Inspired by the Eternally Reborn narrative, on its eternal journey of reinvention, Bvlgari continues to master the art of elevating its stunning creations into magnificent icons: designs that transcend time, evolving continuously yet remaining unwavering in their unique identity. To inaugurate this new chapter, the Maison celebrates with exclusive activations, cross-channel collaborations, and experiences the timeless essence of these emblematic collections and the new dawns that will arise from their enduring allure. Serpenti, B.zero1, Bvlgari Tubogas, Divas’ Dream, and Octo evolve alongside society and become a reflection of each individual’s personality, while remaining unmistakably Bvlgari.

ROOTED IN ROMAN MAGNIFICENCE

Roman inspiration, combined with constant evolution and the ability to think big and set new rules, rooted in Italian Genius, are the distinctive traits that have shaped these iconic collections’ path to timelessness. Their instantly recognizable aesthetic draws from Rome’s boundless artistic inheritance, reinterpreting its monumental grandeur and layered beauty into true signatures of the Maison. The mosaics that inspired the fan-shaped signature of Divas’ Dream, the architectural volumes and monumental majesty of B.zero1, the octagonal geometries of Octo, and the rich stratification of meanings, associations, and representations behind Serpenti: a cultural legacy that has uniquely forged the identity of each icon, transforming heritage into eternity.

Bvlgari’s DNA and visionary aesthetic and extraordinary craftsmanship fuel their endless transformation and innate drive for creative originality, a perpetual motion that echoes through Serpenti’s irresistibly sinuous spirals, the elegantly fluid curves of the feminine Divas’ Dream motif, Bvlgari Tubogas’ spiral, and the ingeniously engineered spring of B.zero1. Likewise, with its saga of boundary-pushing timepieces, Octo has redefined the very paradigm of traditional watchmaking.

ETERNALLY ICONIC ACTIVATIONS

To offer a full-spectrum immersion into the world of the eternally iconic creations, Bvlgari has curated a series of unique experiences and activations to grant a privileged journey into the heart of the Maison’s creativity. Starting in June, Bvlgari presented the Eternally Iconic campaign, followed by the Reborn Series: Iconic Stories, a digital documentary series featuring Global Brand Ambassadors Zendaya, Damiano David, Anne Hathaway, Priyanka Chopra Jonas, and Lorenzo Viotti, which focuses on the ever-evolving journey of becoming an Icon. Through powerful stories of transformation, courage, and reinvention, different videos will illustrate how personal evolution can shape identity, transcend time, and create a legacy of timeless significance.

As part of its immersive initiatives, which began in July 2025, with Bvlgari hosting exclusive Eternally Iconic Masterclasses, led by Jewelry Creative Director Lucia Silvestri and Watch Creative Director Fabrizio Buonamassa Stigliani, for a highly selected global audience of press and clients. These sessions offer a rare glimpse into the craftsmanship, inspiration, and artistic vision behind the Icons, shared through compelling narratives and previously unseen details. Alongside the Masterclasses, tailored in-store activations will foster artistic expression and provide a deeper appreciation for Bvlgari’s unmatched design and craftsmanship. In the dedicated “Eternally Iconic” campaign, Bvlgari’s Icons are set on translucent pedestals, revealing echoes of Rome’s architecture against a sky symbolizing an eternal dawn. With a unique creative approach, the campaign tailors the multiple declinations of each Icon’s distinctive character. Born magnificent, reborn through time, eternally iconic: these timeless designs have forged their distinct identity on a creative evolution that is meant to continue.

SERPENTI

Since 1948, Serpenti has been the ultimate Bvlgari icon-a powerful symbol of transformation and renewal that accentuates one’s charisma. The first Serpenti watch, crafted in 1948 using the Tubogas technique, was designed to coil effortlessly around the wrist with an avant-garde and self-confident appeal. Since then, it has continually evolved, expanding into watches and accessories, with the snake’s body deconstructed and reimagined at will, seamlessly blending aesthetic innovation with artisanal mastery. It’s a continuous experimentation reflecting the drive to pursue a life according to personal aspirations.

DIVAS’ DREAM

The Divas’ Dream shape is a universal symbol of balance and harmony. Its perfect blend of pure aesthetic and rounded contours is a tribute to the inner radiance of an elegant and contemporary woman. Drawing inspiration from the aesthetic of Roman mosaics, particularly those on the floor of the Caracalla Baths, the collection captures the luminous essence of the Eternal City. Just as a prism transforms light into all chromatic shades, so does the light of Rome, unveiling the city’s vibrant soul and tapestry of colors.

BVLGARI TUBOGAS

Inspired by the tubes that transported pressurized gas in the late 19th and early 20th centuries, the Tubogas jewelry technique was adopted by Bvlgari in the late 1940s to craft the first Serpenti watch. Since then, Bvlgari has continuously perfected and reimagined this motif, seamlessly integrating it into a wide range of collections. In 2024, the pioneering technique made its grand return with the Bvlgari Tubogas collection, elevating its avant-garde twist from signature to a new brand icon, an embodiment of masterful gold craftsmanship and distinctive design.

B.ZERO1

The B.zero1 line came to life in 1999 as a ring that fused the Roman epigraphy in Bvlgari’s logo and the industrial lines of the Tubogas spiral. Over time, its unmistakable shape has become a canvas for contemporary artists and a platform for endless experimentation, rewriting the rules of jewelry. In its numerous and eclectic variations, whether through the incorporation of ceramics and marble or the use of diverse gold tones, B.zero1 has consistently demonstrated a steadfast commitment to visionary innovation that defies trends.

OCTO

Neither round nor square, but a harmonious and balanced symbiosis of the two shapes, the Octo design embodies a nod to Bvlgari’s Roman roots and rich heritage. Its eight-sided structure framed by a round bezel proclaimed a break with the aesthetic conventions of classic watches. In 2014, the Octo Finissimo Tourbillon was born and distinguished as the thinnest mechanical tourbillon. So far, the Octo Finissimo saga has scored ten world records in eleven years. Octo is an icon that ventures beyond conventions with diverse and precious materials.